The Beauty Enthusiast: Filokalista
Filokalista is an online store created by Dominika Špačková, a passionate curator dedicated to brands and products that carry a story and soul. Filokalista is more than just a store—it’s a haven for those who appreciate the beauty and value of mindful living. The mission of Filokalista is to provide a curated selection of brands and products that are not only beautiful but also meaningful. It is a place where customers can find items that enhance their well-being and bring joy to their everyday rituals. Filokalista celebrates the beauty of these small moments and aims to enrich the lives of its customers through carefully selected, high-quality products.
What inspired you to create the Filokalista brand?
The inspiration for Filokalista came from a long-held inner feeling and a little dream of mine. Beauty is subjective and means different things to different people, but I've always loved discovering concept stores and designer cosmetics shops during my travels abroad. This passion emerged while I was working in a completely different field—financial controlling—and felt like I wasn't able to do anything fulfilling.
How would you define a "product with a story and a soul"? Can you give us a concrete example?
A product with a story and a soul typically comes from a smaller manufacturer or family-run business that pours a piece of themselves and their heart into their project. These brands often start their business with a unique story and a vision. I particularly enjoy brands like Palm of Feronia, a woman-owned business that uses healing stone blends and thoughtful packaging in her products. It's evident that these elements reflect her personal touch and passion.
How did you come up with the name Filokalista and why did you choose this word?
My husband and I have a deep love for Greece and frequently return there. "Filokalista" is derived from the Greek word "philokalos," meaning "lover of beauty." I adapted it slightly to fit our brand. As soon as I said the word out loud, it felt perfect. Despite changes and developments in Philokalist over time, the name has remained constant since the beginning.
What is the importance of the location of the Beskydy Mountains for you and your brand? Can you share a personal story or experience from the Beskydy Mountains that motivated you to create the Filokalista brand?
The Beskydy Mountains are my home and hold a special place in my heart. Having lived abroad for several years, I now appreciate the beauty of this region even more. I'm thrilled to create from here, away from the crowded scenes of Prague, and I dream of opening a design shop in the heart of the Beskydy Mountains. This area still lacks such a place, and I believe it would thrive here.
What criteria do you use when choosing brands and products for your e-shop? Can you tell us more about how you verify the quality and origin of the ingredients of the products you offer?
I seek out brands that appeal to me personally, particularly smaller ones that may not yet be available in the Czech Republic. My goal is not to stock brands that can be found in large retailers like Sephora or Douglas. Many potential brands are eliminated during ingredient checks, as all products must be non-toxic. Since I follow a holistic approach to health and use only non-toxic products, I ensure that everything offered by Filokalist meets these standards and is something I would personally use.
What types of products can be found on your e-commerce store and which are the most popular among customers?
Our e-shop features products that support both outer and inner beauty. All cosmetics are natural, organic, and non-toxic. We also offer home accessories, such as minimalist vases from Spain, non-toxic candles made of brass (especially popular during Christmas), and wooden decorative products inspired by travel. Additionally, we provide items for well-being, such as incense burners and herbal blends. Among our most popular items are products from Clearstem, which have been instrumental in my personal journey with acne. Sharing my story has resonated with many women, who now regularly purchase these products.
Can you share your personal rituals or ways of enjoying the little things in your daily life?
I find joy in shopping at the farm shop, enjoying afternoon coffee with my husband, spending time in nature, and savoring the smell of the forest and sunsets. I also value having time for myself. There's a special place in the Beskydy Mountains where I go to "hide" whenever I need a break, and even my husband doesn't know where it is.
How important is product and packaging design to you? What influence does aesthetics have on your decision-making?
A few years ago, I might have bought something solely based on its packaging. However, my priorities have shifted. While I still appreciate thoughtful design and packaging, the composition of the product must convince me to buy it. This principle is non-negotiable for me.
Which of the products from your e-shop is your personal favorite and why? How do you take care of your own health and well-being?
My personal favorites are definitely the products from Clearstem, which I've been using for nearly a year. When it comes to health and well-being, I keep it simple by listening to my body. I follow my instincts regarding activities and rest, and I don't adhere to strict diets or eliminations. If my body signals a need for rest, I honor that feeling.
Photo Credit: @petra photography, @fotkynasite, Magdalena Hlatka
